Written By:

Ivanha Paz

Apple's updates include cookie warnings and a push back against device fingerprinting, helping protect users' data and giving them more control over who can access their information

With its upcoming release of iOS12, Apple announced a variety of new features including “memoji,” which allow people to create personalized emojis to match their skin tone and hairstyle, and a Screen Time function that helps users balance their time spent on apps. One of the brand's most interesting updates, however, comes in the shape of a more resilient Safari when it comes to ad-tracking.

The move seems to be a solid rebuke towards Facebook's marketing methods, which employ data compiled from users' browsing habits. In this version of Safari, individuals will get notifications every time a website tries to access their cookies and can then prevent it.

The upgraded browser is also pushing back against device fingerprinting, a method used by marketers to track a device (even when cookies are disabled) by using information available to the public. Safari is getting rid of a lot of the public data that makes this possible, only disclosing generic material that will keep most devices indistinguishable from one another.

Apple appears to be taking into consideration consumers' concerns over privacy online, incorporating ways for users to control whether sites can access their data or not, and ultimately giving them greater peace of mind in their online experience.

With its upcoming release of iOS12, Apple announced a variety of new features including “memoji,” which allow people to create personalized emojis to match their skin tone and hairstyle, and a Screen Time function that helps users balance their time spent on apps. One of the brand's most interesting updates, however, comes in the shape of a more resilient Safari when it comes to ad-tracking.

The move seems to be a solid rebuke towards Facebook's marketing methods, which employ data compiled from users' browsing habits. In this version of Safari, individuals will get notifications every time a website tries to access their cookies and can then prevent it.

In this show, PSFK researchers uncover the values, needs and behaviors of Gen Z consumers as well as offer actionable strategies for brands and retailers to best engage with this unique, purpose-driven cohort